Retail media has evolved significantly over the past eight years, transitioning from simple in-store screens to data-driven, contextual advertising ecosystems, according to Marius Patroi, Co-founder and CEO of Spectroo Software. He shared these insights during the Future Retail & FMCG Forum organized by The Diplomat-Bucharest.

“Retail media’s story began more than eight years ago when screens first appeared in hypermarkets,” Patroi said. “We can divide this period into three stages: the emergence of screens, the monetization of data, and the rise of contextual campaigns.”

Recognizing growing complexity in the market, Spectroo positioned itself as a technology provider for this new ecosystem, aiming to deliver comprehensive capabilities at the point of sale.

Key statements

• In the early days, there were very few digital touchpoints in physical stores, with no connections between screens or data. Today, Spectroo supports purchase decisions through more than 10,000 physical display points across Romania, covering both traditional and modern retail.
• “We all want to create value for the end customer, and ultimately, advertising is the soul of commerce,” Patroi emphasized.
• Artificial Intelligence enables the processing of large volumes of data and the generation of relevant insights that can be used precisely when and where purchase decisions are made.
• Retail media also contributes to sustainability by reducing waste, promoting products at the right time. Around 80% of purchase decisions still take place in physical stores, even though consumers spend significant time online.
• “The future looks promising for retail media. This new channel lives where the buying decision happens. It’s natural for it to grow. Globally, brands are increasingly turning to this channel,” he added.
• Eight years ago, retail technology was mainly used for internal communication and price display optimization through system integrations. Today, brands run targeted promotional campaigns aligned with their sales funnel, planned 2–6 months in advance to influence key buying moments.